Branding • Merch Design • Creative Direction
Problem
The client wanted to open a bar and grill but didn’t have a clear direction for the brand, identity, or overall concept, making it difficult to translate the idea into a cohesive experience.
The client wanted to open a bar and grill but didn’t have a clear direction for the brand, identity, or overall concept, making it difficult to translate the idea into a cohesive experience.
Solution
I developed El Punto, a vibrant, culturally inspired brand centered around the idea of “The Spot”—a welcoming destination where the community can gather, relax, and enjoy food and drinks. (El Punto means The Spot in Spanish )
I developed El Punto, a vibrant, culturally inspired brand centered around the idea of “The Spot”—a welcoming destination where the community can gather, relax, and enjoy food and drinks. (El Punto means The Spot in Spanish )
Process
I was commissioned by a local client to build the brand from the ground up, starting with the meaning of “El Punto” as the foundation for the concept. I took the client’s initial vision for an open-concept, airy patio-style bar and translated it into a full brand identity.
I was commissioned by a local client to build the brand from the ground up, starting with the meaning of “El Punto” as the foundation for the concept. I took the client’s initial vision for an open-concept, airy patio-style bar and translated it into a full brand identity.
To reflect that openness and relaxed atmosphere, I designed a handwritten-style logo that feels personal, casual, and organic—mirroring the feel of an outdoor social space. The color palette was inspired by the blue of the Dominican Republic flag, grounding the brand in its geographic context. The illustrations were inspired by bar napkin doodles, giving the visuals a loose, playful, and spontaneous feel that reinforces the casual, social energy of the space. From there, I built out the full branding system and applied it across merchandise and supporting visuals, ensuring the identity stayed cohesive and reflective of the intended experience.
Why This Is Important
A strong brand foundation turns an abstract idea into a fully developed identity, helping businesses connect with their audience and establish a meaningful presence within their community. My client was pleased to have his vision come to life and ready for launch, with a complete brand identity he could confidently move forward with.
A strong brand foundation turns an abstract idea into a fully developed identity, helping businesses connect with their audience and establish a meaningful presence within their community. My client was pleased to have his vision come to life and ready for launch, with a complete brand identity he could confidently move forward with.
Software Used
Adobe Illustrator, Adobe Photoshop
Adobe Illustrator, Adobe Photoshop
